Fashion retailers Simply Be and Jacamo will share a store in the shopping mall, with plans to open the doors during the Autumn.

The announcement is the latest boost to Norwich’s retail credentials, which look set to be strengthened even further by JD Sports’ plans to reinforce its presence in the city.

According to reports, the sports retailer will roll out a new menswear shop called ‘Open’ to rival Topman and Blue Inc, with Norwich earmarked as possible site for the new venture.

Jeanette Carter, retail director, said the 6,807 sq ft Simply Be and Jacamo store will be a worthy addition to the city’s retail mix.

“Simply Be and Jacamo are fantastic brands and intu Chapelfield is a popular shopping centre with a great retail offer, so it’s a perfect fit,” she said. “Once launched, the store will provide an easy and fun shopping experience for everyone.”

Yesterday, JD Sports revealed that its profits had doubled as demand for branded athletic footwear powered an “exceptional” performance in its sports shops.

The retailer, which has 580 sports outlets in Europe, said profits for the six months to August 3 jumped to £20 million from £10 million a year earlier.

The result also benefited from a cut in losses at its outdoor arm, which comprises the Blacks and Millets chains bought out of administration in 2012.

However, the 88-strong Bank clothing fascia continues to trouble the company as JD’s fashion division slumped to a deeper loss of £8.2 million.

Overall, executive chairman Peter Cowgill said the group was well placed to deliver results towards the upper end of current market expectations.

Shares opened more than 4pc higher following the record half-year results.

Kate Calvert, a retail analyst at Investec Securities, said: “Good numbers were expected following its first quarter trading update, but a 100pc increase in half-year results has exceeded expectations.

“This has been driven by sports, which has had another strong footwear performance, and progress in Europe.”

Profits in the sports division, which includes 348 JD stores in the UK as well as others in France, Spain, Holland and Germany, increased to £34.8 million from £26.1 million a year earlier.

Here we go … excellent news for the struggling Chapelfield Mall and for the 30 people that will have jobs and the likes of Bramley have to start spouting off about zero hours contracts and their misguided conspiracy theories.

How can you bring new skills into your business when staff turnover is low and money may be tight? SHAUN LOWTHORPE talks to the Future50 businesses swapping ideas as part of an informal work shadowing programme.